I’m excited and honored to announce that I’ve joined Amplero (www.amplero.com), a Seattle-based Artificial Intelligence Marketing (AIM) technology company, as Chief Revenue Officer. In this role, I will be working with CEO Olly Downs, PhD, our top-notch VCs & executive team, and a great group of passionate Amplerans to scale our emerging business.
Today, we help some of the world’s largest B2C enterprises drive more from every customer interaction using AI and machine learning. I have spent the better part of 20 years in and around marketing technology—dating back to Clarify in 1997—and I’ve witnessed first-hand the gradual, but dramatic transformation of the marketer’s role, which has created a real and significant opportunity to harness the rise of AI. The key to this dramatic change lies in the sheer number of channels, tools, and ever changing customer expectations that has created a limit to what today’s marketers can accomplish on their own. It has become humanly impossible to optimize for today’s complexity and the problem is only getting more difficult.
Market Like it’s 1999!
I’ve been a fan of artificial intelligence applied to marketing since 1997, when I was an early member of the team at Epiphany where we layered Bayesian and k-means data mining algorithms into our solution to help marketers find the best targets for email and direct mail—this was 1997—campaigns.
At the end of 1999, we acquired RightPoint Solutions to take this data mining approach to the real-time world of call center marketing and online advertising where the right offer could be presented at the right time, in the right channel. Rightpoint was a pioneer in personalization, using data mining techniques like Collaborative Filtering—Amazon was an early customer!—to build real-time profiles and make decisions for the marketer on what was the next best action to take. While this was before the digital/mobile revolution and we were arguably ahead of our time, customers loved the idea and a few innovators saw the future and decided to jump in with us. The reality of the time was that access to data and computing power were not quite ready for the future.
Fast-forward to 2017 and the growth of the cloud, proliferation of data from mobile, a massive increase in computing power and the market timing is perfect for what Epiphany saw in 1999.
Hire a machine. Don’t be one.
The opportunities for AI are everywhere, from the Ikea AI-powered table to AI-driven farming, the applications are endless and creating new opportunities for scale like never before.
For marketers, this ability to scale beyond human resources is significant. Marketers are faced with the daunting task of managing too many channels, too much data, too many pieces of content, too many systems, and never enough people time to do it all. The time is now to finally take full advantage of all the tools, the explosion of customer data and the rise of mobile, to deliver on the promise of a truly human interaction with their customer.
But, here’s the catch, the existing marketing cloud solutions won’t deliver the type of highly contextual reciprocity that customers expect from beloved brands. They can’t. No, today’s marketers require core AI technology that empowers brands to orchestrate, experiment and continually optimize every customer experience, across every channel, based on the ever-evolving preferences and context of each customer.
Enter the machine on your team.
To learn more about how the machine on your team will help you achieve marketing results that are not humanly possible, contact us today to schedule a demo or an AIM consultation. We look forward to hearing from you.
Headquartered in Seattle, Amplero is an Artificial Intelligence Marketing (AIM) company that enables business-to-consumer (B2C) marketers at global brands to optimize customer lifetime value at a scale not humanly possible.
Unlike traditional rules-based marketing automation systems, Amplero's Artificial Intelligence Marketing Platform leverages machine learning and multi-armed bandit experimentation to dynamically test thousands of permutations to adaptively optimize every customer interaction and maximize customer lifetime value and loyalty.
With Amplero, marketers in competitive, customer-obsessed industries like telecom, banking, gaming and consumer tech are currently seeing measurable lift across key performance indicators—including 1-3% incremental growth in customer topline revenue and 3-5x lift in retention rates.
For more information, contact us today or follow us on Twitter.